The Role of Logos in Fast- and Luxury Fashion Co-branding: A Mixed-method Approach using Traditional and Neuroscientific Research to Analyze the Effects of Logos in Fashion Co-branding Advertisements on Consumers’Responses to Products and Brands

Annika Liese & Sarah Heitgerken

Student thesis: Master thesis

Abstract

While previous research has to some extent argued that Co-Branding between Fast Fashion (FF) and Luxury Fashion (LF) brands leads to positive effects for both brands involved, literature has also highlighted the potentially negative implications for Luxury Fashion brands, particularly in terms of quality perceptions, which can result in brand dilution. Neuroscientific insights contribute to these findings by emphasizing the underlying bottom-up and top-down processes that are involved in the processing of brand advertising. So far, however, no study has established a holistic model that combines findings from traditional branding research with cognitive neuroscience in this context. By combining these two research streams, the current study places special emphasis on the effects of the combination and placement of logos in Co-Branding advertisements on consumers’ evaluation of product and brand quality as well as reward mechanisms towards the advertised product. This study proposes a mixed-method model, in which an online survey is used as a traditional research approach and combined with the neuroscientific method eye-tracking. Due to external situational factors, only the first experiment could be conducted as part of this study. Responses from n=224 female participants were used, consisting mainly of German and Danish adults, most of them being students. The participants were exposed to different fictitious advertisements, using established Fast Fashion and Luxury Fashion Brands. Ratings on perceived product and brand quality as well as product liking and wanting were measured using single item, seven-point Likert scales.
Results show that the branding conditions (single FF logo, single LF logo, combination of both logos) function as substantial biases for product evaluations. Perceived product quality ratings differed significantly with regard to the branding conditions. Hereby, the Co-Branded product was rated higher in perceived quality compared to the single Fast Fashion branded product, however lower compared to the single Luxury Fashion branded product. The same direction of findings, however not significant, occurred in terms of product liking. In contrast, product wanting showed the highest ratings in the Co-Branding condition, indicating a dissociation of the variables liking and wanting in this context. This effect was however not significant either and thus does not allow causal interpretation. The results further indicate higher, however non-significant, ratings in perceived brand quality for Fast Fashion brands and lower ratings in perceived brand quality for Luxury Fashion brands after the exposure to a Co-Branded advertisement. Additional results identify perceived product quality as a mediator in the relationship between perceived brand quality and product liking. While the current study reveals interesting findings leading to academic and managerial implications, it strongly recommends conducting the proposed eye-tracking experiment to shed light onto the bottom-up and top-down processes involved in the processing of Co-Branded advertisements.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages157
SupervisorsJesper Clement